Propuesta de estrategias de satisfacción del turista extranjero que visita la ciudad de Guayaquil para mejorar la operación turística de la ciudad.

Abstract

The purpose of this project is to prepare a proposal of strategies for the satisfaction of foreign tourists who visit the city of Guayaquil to improve the tourist operation in the city, thus allowing the quality of the service provided in the city to have a greater quality level, while achieving the growth of the attractiveness of Guayaquil as a tourist point both locally and internationally. For this, the theoretical foundation related to the aspects involved in the satisfaction of the tourists, and the situation of the tour operators was obtained. In the same way, an investigation with a descriptive method and with a mixed approach was developed. Likewise, data collection instruments were used, which included documentary review, interviews with experts on the subject, and surveys directed at foreign tourists. For this, there was a population of 2 367 tourists, data provided by the Chamber of Tourism of the city, value to which the sampling formula was applied, resulting in a total of 331 tourists. Once the research instruments were applied and the results analyzed, the proposal could be developed in terms of strategies to measure tourist satisfaction and improve the service provided by tour operators in the city. Finally, it was concluded that the proposal is viable and its application is recommended for the fulfillment of the exposed objective.